Marcas de supermercado

Abstract

O artigo analisa as marcas de propriedade de - ou controladas por - supermercados varejistas. Foram investigados os componentes do mix de marketing dos produtos sob essas marcas e as características socioeconômicas e comportamentais de compradores propensos ao consumo de tais marcas.This article analyzes brands owned or controlled by retail supermarkets. It investigates the marketing mix elements of these store brand products as well as the social, economic and behavioral characteristics of their potential consumers.